Research On The Development Strategy Of Travel Agency Industry In Zhucheng

With the improvement of the strategic position of the tourism industry,the travel agency industry,which is an important pillar of the tourism industry,has entered a new strategic development period.While ushered in tremendous development opportunities,it also faces unprecedented fierce market competition.The travel agency industry generally feels the crisis and challenge.As one of the top 100 counties in China,Zhucheng has rich tourism resources.In recent years,although the travel agency industry has developed rapidly and has a good momentum,there are also a series of problems to be solved in the development process.This paper takes the travel agency industry of Zhucheng as the research object,uses the SCP paradigm in the theory of industrial organization and the relevant knowledge of tourism management,and adopts the methods of literature research,interview,case analysis and pest analysis to develop the travel agency industry in various cities.Analysis of the status quo and existing problems.Firstly,using the peer analysis method and Porter's five-force model to analyze the internal and external environment of the travel agency industry in the cities.From the external environment,the political,economic and social environment of the travel agency industry in Zhucheng is good,but the industry development is affected by the OTA model.Impact;from the internal environment,competition in the industry is fierce,and tourists and agents have strong bargaining power.Secondly,using the SCP paradigm to analyze the market structure,market behavior and market performance of the travel agencies in the cities,the study found that the market concentration of the travel agencies in the cities is low,the degree of product differentiation is not high,the market structure needs to be optimized;The marketing method is single,the market behavior needs to be improved;the customer satisfaction is low,the travel agency's profit is not high,and the market performance needs to be improved.Thirdly,based on the perspective of the enterprise,the author analyzes the universality of the travel agency.The research shows that the travel agencies in Zhucheng generally have problems such as improper strategic choice,weak management ability,weak brand awareness,lack of professional talents,and unsound financial system.Finally,a corresponding development strategy is proposed for these problems.